Responsibilities

• The Senior Marketing Agency Manager is responsible for leading external agencies to create and execute marketing strategies and campaigns that deliver measurable outcomes for the firm, prospects, clients, and branches.
• This role requires strong business acumen to connect home office and branch marketing programs with business segment, Market Management, and Practice Management objectives.
• The Senior Agency Marketing Manager ensures alignment between agency deliverables and organizational goals, driving impactful marketing initiatives, across channels, that support growth and enhance the client and branch experience.
• This role plays a critical part in shaping the firm's personalized digital experience strategy across multiple touchpoints and channels, optimizing customer journeys, and leveraging personalization capabilities to improve engagement, conversion, and discoverability through SEO/GEO/AEO.
• The Senior Marketing Agency Manager serves as a strategic connector between internal stakeholders and external partners, ensuring that agency deliverables are not only creative and compelling but also aligned with organizational goals and capable of delivering meaningful business impact.
• Accountable for millions of dollars of firm budget, partner with external agencies to innovate, develop, and execute marketing strategies and campaigns. Hold agencies accountable for delivering high-quality work, focused on business objectives, within established timelines and budgets.
• Consistently ensure marketing programs are aligned to business segment, practice, and market management objectives. Create program roadmaps with measurable checkpoints, and constantly validate agency deliverables with internal stakeholders.
• Develop and execute personalization strategy across the digital ecosystem - focused on website and social and where it integrates with other digital touchpoints. Ensure personalized experiences are consistent across channels and aligned with the customer lifecycle.
• Partnering cross-functionally (e.g. MarTech team, content, brand, and design) on enabling personalization via our tools.
• Oversee the development and execution of marketing campaigns that drive engagement and deliver results measured in prospect outcomes, client outcomes, and branch capacity and effectiveness. Collaborate with internal EBM teams to ensure seamless integration of agency work with broader EBM efforts.
• Strategize and implement advanced personalization tactics using behavioral data, predictive analytics, and AI-driven insights to deliver relevant content and experiences at scale. Ensure personalization strategies enhance discoverability and performance across SEO, GEO, and AEO to maximize organic reach and AI-powered search visibility.
• Partner with analytics teams to measure the effectiveness of marketing campaigns, including personalization performance metrics such as engagement lift, conversion impact, and content relevance scores, leveraging A/B and multivariate testing, predictive analytics, and campaign optimization. Leverage internal and external insights to refine strategies and continuously improve ROI.
• Build strong relationships with internal stakeholders to ensure alignment on Marketing and Branch objectives. Influence cross-functional teams to support the successful execution of EBM priority workstreams.
• Leverage external agency outside in perspective to consistently ensure we're innovating and delivering best in class Marketing for the firm. Stay ahead of emerging AI trends in marketing, evaluating their potential to transform customer experience, automation, and personalization.
• Partner closely with brand, digital, product, compliance, analytics, and agency teams to ensure alignment between creative, regulatory, and performance priorities.
• Stay informed on industry trends, competitor activities, and emerging marketing technologies. Apply insights to enhance marketing strategies and maintain a competitive edge.
• Identify opportunities to leverage new tools, platforms, and methodologies to enhance campaign performance and personalization capabilities.